Spotts, whose official start was October 13th, is a ten-year leader at Chicago based Active Transportation Alliance, and will be charged with the branding and messaging of Sram’s road product platforms.

During Spotts’ tenure at Active Trans he lead event marketing efforts for five annual large-scale fundraising bike rides. Spotts started his career in Edelman Public Relations Consumer Products division working on branding, communication, media relations, event marketing and product launches for top-tier clients.

“After working for years with Sram as a sponsor and advocacy supporter, it’s a dream to lend my experience to a true leader in the global cycling industry,” said Spotts. “I’m most excited about the opportunities to work on innovative road cycling products for elite athletes and, more importantly, the real everyday riders who want the most out of every ride.”

“We were fortunate to pluck Ethan from the advocacy side of the industry, his experience, enthusiasm, and talent will help us continue to polish and publicize our product messages,” said Chris Zigmont, road brand director.